Industry News | November 7, 2013

Wendy’s Swaps Pretzel Buns for Brioche

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Wendy’s is bringing back its Bacon Portabella Melt and serving it on a toasted brioche bun.

“We’ve made our Bacon Portabella Melt even more irresistible with a new brioche bun—the kind you’d expect a French chef to make—but at a quick-service price and convenience,” says Craig Bahner, Wendy’s chief marketing officer. “We know our new Bacon Portabella Melt on Brioche may be a mouthful to say.  But no matter how you say Brioche or Portabella, we’ll gladly serve it to you.”

Starting with quarter-pound beef patty, each Wendy’s Bacon Portabella Melt on Brioche is made with sautéed portabella mushrooms in a Cheddar cheese sauce, thick-cut Applewood-smoked bacon, and two slices of American cheese. It’s served on a French-style brioche bun made with eggs and butter and toasted to order.

The brioche bun is the latest in Wendy’s bread innovation line up. From the multi-grain flatbread introduced in the spring to the pretzel bun, the new brioche is the third bread introduced by Wendy’s this year.

The Bacon Portabella Melt on Brioche is rolling out to all U.S. Wendy’s restaurants beginning November 11.  It’s available until late December.

Wendy’s pretzel bun is leaving restaurants this month as supplies end.

“We don’t want to bring heartache to our loyal pretzel fans, but we’re standing by our original commitment to serve our pretzel offerings for a limited time,” Bahner says. “With the departure of the pretzel bun comes the introduction of other innovative breads paired with unique flavors we believe our customers will love.”